bryony thomas - harnessing the power of the internet

ONLINE W.O.M

Harnessing the Power of the Internet22 Sept 2009

Ⓒ Clear Thought Consulting Ltd

Ⓒ Clear Thought Consulting Ltd

Ⓒ Clear Thought Consulting Ltd

Ⓒ Clear Thought Consulting Ltd

Awareness Suspects

Interest Universe

Evaluation Leads

Trial Opportunities

Adoption Sales

Loyalty Repurchase

Ⓒ Clear Thought Consulting Ltd

83% B2B Buyers Researched Online51% B2B Buyers Purchased Online

Source: Stuart Small, Google, Marketing Week Conference Feb 2008

Ⓒ Clear Thought Consulting Ltd

Awareness Suspects

Interest Universe

Evaluation Leads

Trial Opportunities

Adoption Sales

Loyalty Repurchase

Ⓒ Clear Thought Consulting Ltd

Ⓒ Clear Thought Consulting Ltd

Ⓒ Clear Thought Consulting Ltd

Awareness Suspects

Interest Universe

Evaluation Leads

Trial Opportunities

Adoption Sales

Loyalty Repurchase

BE PROVENBE PROVEN

BE THEREBE THERE

BE RELEVANTBE RELEVANT

Ⓒ Clear Thought Consulting Ltd

(c) Clear Thought Consulting Ltd

BE THEREBE THERE

10 FREE things you can do to increase your online footprint:

1. Ensure all company & all employees have a LinkedIn profile

2. Join or set-up an interest group on LinkedIn

3. Set-up a SlideShare space, link it to your LinkedIn profile

4. Set-up a You-Tube Channel or Facebook page (if appropriate)

5. Set-up a company Twitter Feed

6. Bookmark your content (StumbleUpon, Digg, Delicious, etc)

7. Set up a BT Tradespace profile

8. Set-up Google, BlogSpot and Wordpress identities

9. Comment on, or become a contributor to, blogs and forums

10. Regularly update email signatures with new content

BE RELEVANTBE RELEVANT

Ⓒ Clear Thought Consulting Ltd

10 FREE things you can do to draw people into your online circle:

1. Post snappy links to content via Twitter, Status, Email footer, etc.

2. Post regular interesting short blogs (10 mins)

3. Prepare deeper content like pressos, papers and articles (20 mins)

4. Give each of your team an area of expertise to track and comment

5. Post details of other people’s content relevant to your audience

6. Comment on industry news and happenings… in real time

7. Make sure all employees regularly update online statuses

8. Follow-up traditional touch-points with online contact

9. Gather permissions to send email updates

10. Ask intelligent questions in online forums

BE PROVENBE PROVEN

Ⓒ Clear Thought Consulting Ltd

10 FREE (or nearly!) things you can do to prove yourself online:

1. Written case studies on your site, Blog, etc.

2. 140 character lines to link back to your case studies, articles, etc.

3. Post case study videos on your site, You-Tube channel, etc.

4. Post webcasts and presentations on your site, SlideShare, etc.

5. Post product demos on You-Tube, SlideShare, etc.

6. Re-use the words of others about your products and services

7. Provide intelligent answers to questions posted in Forums, Groups

8. Run live Q&A sessions via Twitter

9. Add a customer feedback / rating system to your site, blog, etc and re-use the positive feedback

10. Ask LinkedIn contacts for endorsements

Paper one:Pre-delinquency

Paper two:Collections

Paper three:Recoveries

Ⓒ Clear Thought Consulting Ltd

REMEMBER…

Content is kingIt is only one part of your toolkitIt is a tap – not the funnel

And… Ⓒ Clear Thought Consulting Ltd

(c) Clear Thought Consulting Ltd Ⓒ Clear Thought Consulting Ltd